When Kendall Jenner teamed up with Pepsi to do a commercial, she had no idea what she was in for. In a crowd of protesters, there Kendal appeared, offering a police officer a can of Pepsi — in appeasement or kindness, no one is sure. Against the backdrop of the then Black Lives Matter protests, the ad went viral, and not in a good way. Even Martin Luther King’s daughter, Bernice A. King, chimed in, slamming Pepsi for being insensitive.
Influencer marketing offers brands a unique portal to reach audiences like never before, with authentic messaging that strikes a chord long after folks have put their phones down for the day. But a partnership gone wrong? It can sabotage your campaign goals, deplete your budget with an abysmal ROI and even stir up a social media backlash.
While there’s no absolute rule to influencer marketing, there are some general pitfalls to watch out for. And boy, does it pay to be cautious. Read on as we unwrap the definite don’ts in influencer marketing, with some helpful tips to get you on track to success.
Who’s doing it?
The short answer is everyone. Brands are joining forces with influencers left and right, and it’s no wonder why. Take a look at some astonishing numbers showcasing just how popular influencer marketing is today.
• The influencer marketing sector is forecasted to grow to $13.8 billion in 2021
• 75% of brands will dedicate a budget to influencer marketing in 2021
• Increased sales are the primary goal for businesses partnering with an influencer
More on the recent study here.
Whether it’s about testimonials or product promotion, influencer marketing can work like a charm. Why? It’s all about social proof.
The idea is simple and backed by scientists: if we see people doing it, we’re likely to do the same thing. And if we see someone we admire doing something, we’re way more likely to do it too.
Coined subconscious marketing, influencer marketing is an incredible way to unwittingly shape consumers’ thoughts, attitudes, and behavior. And brands have caught on. But with influencer marketing on the rise, there have been woes too, namely common traps brands have repeatedly fallen into, unaware.
Bonus read: Check out this cool list of top ten influencers to collaborate with in 2021 here.
Mistake #1: Not creating a campaign game plan
Now what you don’t want to do is fumble in the dark. A battle plan is a must. Picking any old influencer and hoping you’ll succeed will most likely set you up for failure.
What to do: Map out a clear vision of what you want your campaign to achieve. Set your expectations, including SMART goals (Specific, Measurable, Attainable, Relevant, and Time-Bound). A campaign plan gives you direction and strategy, increasing your chances of reaching your business goals.
Mistake #2: Picking the wrong influencer
It might seem like a no-brainer, but you have no idea how many brands engage with the wrong influencer.
What to do: Do your homework. Become a question master and deep dive into your ideal influencer profile. Do they embody your values? Would they buy your product? Are their followers considered your niche audience? Imagine you’re a small business with an ethical skincare line. Rather than teaming up with a sports fanatic/influencer, it would make more sense to collaborate with a vegan skincare consumer who’s harnessed a hefty following. Find influencers who speak your lingo; they’ll be able to make your content authentic and, in turn, strike genuine connections with the audience.
Mistake #3: Not being real
Authenticity. Passion. Transparency. These are the core pillars every brand should reach for when engaging with an influencer. Sadly, too many get it wrong. Whether it’s forcing the influencer to read from a script or picking the wrong influencer to begin with, there are no fooling followers.
What to do: Practice transparency, strive for brand loyalty. A quick way to do this is to add a simple #ad or #sponsored hashtag to a sponsored post. This will signal to the audience that the material is sponsored. Second, picking the right influencer to partner with will save you points for authenticity. Remember, there’s no pretending with influencers; if your product or service falls under their niche area, they’ll only be too happy to rave about your product genuinely. And followers will take their reviews as gospel. Whatever you do, keep in mind that as a marketer you should make a conscious effort to loosen the reins over the influencer and let them do their magic.
Mistake #4: Campaign results be damned
Campaign tracking and analytics, say what? That’s right, too many businesses forget about what comes after a campaign is concluded. Your campaign game plan should map out objectives and realistic KPIs. Then it’s up to you to monitor the influencer marketing campaign, tweaking if needed until you get the results you’re after.
What to do: Keep your campaign on track by investing in a third-party link management and analytics tool like Linkhawk. You’ll be able to monitor campaign performance in a customizable dashboard, saving you time and hassle. Whatever you decide to do, tracking these metrics at the influencer level is crucial, as it gives you the precious ability to optimize your approach for future campaigns.
Learn from the mistake of others
You can’t just wave your magic wand and watch as influencer marketing grows your business. It’s a strategy you have to use and leverage smartly. It can work wonders for you when done right but don’t depend on it 100% for your growth strategy.
Be realistic about your expectations, and more importantly, be aware of common pitfalls that have befallen your predecessors. At the end of the day, influencer marketing is an investment, and the mistakes you make can ultimately cost you big time. So be prepared and more importantly, enjoy the engagement.
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